Scotch whisky body backs responsible drinking

Scotch whisky adverts and point of sale material are to carry a responsible drinking message which will be seen across the EU.

The measure imposed by the Scotch Whisky Association (SWA) will aim to help discourage the misuse of alcohol and tackle Scotland's problem drinking culture.

The SWA has also re-affirmed its support for most of the Scottish Alcohol Bill, including measures to stop irresponsible promotions. It has proposed a ban on alcohol sales below tax (duty and VAT) to prevent loss-leading, which it views would be an alternative and and better floor price mechanism than the Scottish Government's minimum price proposal.

Gavin Hewitt, the SWA's chief executive said: "Scotch Whisky distillers are determined to tackle alcohol misuse and support much of what is likely to be in the forthcoming Scottish Government's Alcohol Bill.

"An even tougher SWA Code of Practice - with a responsible drinking message in every Scotch whisky advert - complements the wide range of initiatives backed by the industry.

"The code continues to be well used by SWA members seeking advice on how to ensure compliance with its provisions. It is a good example of how self-regulation can be an effective mechanism as we work to change cultural attitudes to the misuse of alcohol."

Mr Hewitt said the SWA also believes a floor price mechanism to tackle loss-leading could be introduced in the form of a ban on alcohol sales below tax.

"This would be a better way forward than an illegal mechanism such as minimum pricing."